The Power of Email Marketing and Social Media Marketing for Small Business Owners Copyright © 2008 Constant Contact Inc.
May 13, 2015
The Power of Email Marketing and Social Media Marketing for Small Business Owners
Copyright © 2008 Constant Contact Inc.
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Housekeeping
Please:
Silence Cell Phones
Please Silence All Cell Phones
Please Take Calls Outside of Seminar Room (Quietly)
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Win our New Book!
Drop Your Business Card for a Chance to Win a Copy of
“The Constant Contact Guide to Email Marketing”
by Eric Groves, Senior VP of Global Market Development, Constant Contact
■ Ask plenty of questions –remember to introduce yourself
■ Take tons of notes but don’t worry about the slides
■ Additional Resources
■ Share your feedback about today
■ Receive information about future events
■ Remember to network during breaks
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Thank you for attending today’s workshop
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It Takes Relationships to Build a Business
Capture Leads
Build Relationships
Close Sales
Acquiring Customers
Time… Money… Energy… Effort… Trust
On average, it takes 7 touches for a sale to occur.
■ Some know and trust you, buy right away
■ Others research further, try it before they buy it
■ Some know someone who knows you and are likely to learn more before they act
■ Others show interest but don’t trust you
Some just have no interest…
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Strategic Thinking: The 5 Buckets
Super Fans
Customers Know of You Someday Never
Building Your List Using Social Media
Motivate Action when using Social Media
Why Motivate Followers/Fans to Give you their Email Address?
With email you can:
■ Control the frequency and length of content
■ Measure the effectiveness of the campaign
■ Segment your list for future follow-up
■ Deepen the relationship with your prospect/client
Build Your List Where You Connect
Customer & Prospect Database
57% of consumers will fill out a card to receive email alerts when asked to by a clerk at a local small business.
Source: Transact Media Group
1
2 34
Incoming or Outgoing Calls
Eventsand Meetings
Email Signature
Place of BusinessGuest Book
5
Online Presence
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Build Your List – Facebook Example #1
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Build Your List – Facebook Ex ample #2
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Build Your List – Twitter Example #1
Tweet your Join My Mailing List URL… often!
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Consumers Define Spam
The Importance of Permission
Types of permission:
Explicit: Opt in from your website or fill out a card
■ “Join our mailing list”
■ Single vs. Double Opt-in
Implicit: Requests for information, existing relationship
Note: Always make sure
to ask for permission
when collecting
information
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■ Include your logo and brand identity.
■ Describe your email content and how often you’ll be sending
■ Ask about your customers’ interests to stay relevant
■ Ask for additional contact information when necessary
Collecting Information and Permission
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■ Include your logo and brand identity
■ Personalize your message
■ Reinforce permission and ability to change preferences
Sending a Welcome Email
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Using a Permission Reminder
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List-Building and Permission Checklist
Ask yourself as you build your list…
■ Are you collecting contact information at every customer touch point: both in-person and online?
■ Are you asking for permission as well as contact information?
■ Are you clearly describing your email frequency and content?
■ Are you sending a welcome email or a confirmation email?
■ Are you using permission and subscription reminders to
stay current?
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Section 2: Inform
Creating Valuable Content
Determining what is valuable to your audience
Creating and reusing content for different audiences
Choosing an effective email format and selectingappropriate social media tools
Deciding what day and time to send
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Keys to Content Development
Know Your Audience (The Influencers/The Talkers)
1. Survey Them
2. Create a Target Audience Profile• Likes/Dislikes• Sense of Humor• Lingo/terminology• Ways they refer to each other
3. Hang out where they hang out• Forums• Blogs• Newsletters• Twitter (Who are they following?)
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Know Your Audience
Four Biggest Secrets to Powerful Content
1 Start with your customerWhat are their fears, needs, concerns?What do they talk to their colleagues about?What are their hot buttons? What gets them talking?
2 Find an emotional connection, not just a factual one.
3 Control the flow of communications. Focus on one message only to lead them to respond.
4 Always have an offer. What’s the incentive to respond now?
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Coming Up With Valuable Social Media Content
What to include in your Facebook, Twitter and LinkedIn Updates
■ Don’t pitch
■ Share current and relevant information that leaves them wanting more
■ Share helpful hints and tips to built trust
■ Answer questions without selling
■ Have insight/opinions
■ Stay focused on keywords/SEO
Always provide value.
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Always Provide Value
Instead of:
“Just met Warren Buffet at Economic Turnaround Summit.”
Try:
“Warren Buffet’s top three stock picks:
http://tinyurl.com/buffet3”
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Build the Relationship with Cool Content
Keep a Content Folder
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Build the Relationship with Cool Content
Google Reader
Depth vs. Frequency
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Content Checklist
Ask yourself as you create email content…
■ Are you trying to promote, inform, or relate?
■ What is your audience interested in?
■ Is your email format branded and supportive of your message?
■ Is your email concise and does it include a strong call to action?
■ Does your content match your frequency and timing?
Ask yourself as you create social media content…
■ Are you trying to generate awareness, increase sales, or heighten loyalty?
■ Are you providing value to your audiences, reusing relevant information?
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Frequency & Delivery Time
How often to send
■ Create a master schedule
■ Include frequency in online sign-up “Monthly Newsletter”
■ Keep content concise and relevant to planned frequency
When to send
■ When is your audience most likely to read it?
■ Day of week (Tuesday & Wednesday)
■ Time of day (10am to 3pm)
■ Test for timing
■ Divide your list into equal parts
■ Send at different times and compare results
Maximum impact with minimum intrusion
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Frequency – Social Media
Daily
Graphic Courtesy of Jay Baer, http://www.convinceandconvert.com.
2 – 3 times/week
2 times/ week
Weekly/Monthly
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Developing the Relationship
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They’re on Your List – Now What?
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Text vs. Graphics
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Building Relationships – Feedback
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Building Relationships – Feedback
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Building Relationships – Feedback
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Content Resources
List of Article/Content Resources
-Copyblogger.com
-EzineArticles.com
-BluePenguinDevelopment.com
Filling the Sales Funnel
Email marketing helps you find FANS within the MASSES:
■ 7 Touches before sale occurs
■ Use email to continue upsell process
■ Retain happy customers for life with your personality. SHARE!
Marketing Funnel
The Masses
Customers
Fans
Low
Cost
$47 - $247
Thousands, Millions
Usually free
or low cost
Dedicated customers
who return over and
over to your business
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Email Marketing – YOU: the missing link
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Closing the Sale – Boulder Arts and Crafts
Problem: Needed to clear out excess inventory.
Solution: Sent 25% off discount email to list of 1600
Result: Within hours received $4,000 in sales
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Closing the Sale – Fajita Grill
Problem: Wanted more customers in their restaurant
Solution: Sent email with coupons to list of 400
Result: 100 redeemed the coupon within a month (that’s a 25% coupon redemption rate!)
Note: They email coupons at 10 a.m. and will have a line outside the door of the restaurant at 11:30 a.m. with printed email coupons in hand!
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Closing the Sale – Duck Tours
Problem: Grow interest in the tours year-round
Solution: Send targeted campaigns to groups such as schools, religious and community organizations
Result: 153% increase in revenue over a three year period
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What next?
Just getting started?
■ Start building your list
■ Learn how to create an email
■ Sign up for a free trial
Ready to learn more?
■ Attend an in-depth seminar
■ Read “Constant Contact Guide to Email Marketing”
■ Visit the Constant Contact learning center
Want to expand your expertise?
■ Join Constant Contact’s online community
■ Sponsor a non-profit through Cares4Kids.com
ConstantContact.com
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Twitter Case Study – Treats Truck
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Twitter Case Study – Treats Truck
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Twitter Case Study – Treats Truck
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Keeping it all together
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Additional Resources
■ Constant Contact Free TrialFree 60 day trial for up to 100 email addresses. Signup form for your website, 150+ templates, free technical support. www.constantcontact.com.
■ Local SeminarsConstant Contact’s Regional Development Director provides ongoing seminars on a variety of marketing topics. For more information on local seminars visit: www.local.constantcontact.com
■ Constant Contact Learning CenterFrom live and recorded webinars to daily live product tours, the Constant Contact Learning Center is the place to find all the resources you need get started or take your email marketing to the next level. www.constantcontact.com and click on Learning Center.
■ ConnectUp! User CommunityMeet others - like you - to share and gain insights on email marketing and other topics you care about. Read and post to the discussion boards on issues that matter to you.
■ Email Marketing Hints & TipsOur monthly email newsletter featuring email marketing insights from CEO Gail Goodman will help you create great campaigns, increase your open rates, build your list, and be the best email marketer you can be.
Copyright © 2008 Constant Contact, Inc. 48
Constant Contact Cares 4 Kids
Who is eligible?Any organization that is a non-profit that provides educational mission to support children.
How do I get started?Visit the Cares4Kids program to get started at www.cares4kids.com.
The Constant Contact® Cares4Kids program assists community-based non-profit organizations that help children build the fundamental skills they need to succeed in their communities and in life. Cares4Kidsprogram recipients receive free use of a 10,000 list Constant Contact account for their organization.
www.cares4kids.com
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